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Retorične razsežnosti institucionalnega diskurza
Škerlep, Andrej
Članek obravnava točke sovpadanja med retoriko in odnosi z javnostmi ter pri tem kritizira dominantno paradigmo teorije odnosov z javnostmi zaradi pomankanja interesa v retorični razsežnosti ...institucionalnega diskurza. Predstavi ozko in široko pojmovanje retorike, pri čemer se prvo usmerja na prepričevalni in argumentativni diskurz, drugo pa na vse vrste diskurza. Predlagano je, da lahko široko pojmovanje retorike ponudi hevristiko za analizo tehnik odnosov z javnostmi kot žanrskega repertorja diskurza odnosov z javnostmi. V drugem delu se članek usmeri na prikaz ozkega pojmovanja retorike kot prepričevalnega argumentativnega diskurza in razvije tezo, da morajo biti ključne managerske odločitve argumentativno upravičene v institucionalnem diskurzu. V tej luči je na koncu članka je predstavljen Toulminov model argumentacije kot posebno primeren za analizo institucionalnega diskurza.
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